IKEA – Silence the Critics

IKEA – Silence the Critics

IKEA entered the Christmas ad arena with a wonderfully ridiculous take on the state of our homes over the holidays. The film shows a crew of everyday household objects come to life to perform a scathing diss track about a place that clearly isn't ready for festivities - before each one is silenced by the ultimate comeback: some smart IKEA solutions. The track was made by legendary Grime emcee, D Double E.

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- IKEA
- Kemi Anthony
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What did the judges have to say?

D&AD Jury

It’s a lighthearted twist on a diss track. Also, CG can be really unfunny, I almost always will try to go practical over CG in any case that I’m trying to be funny, but it’s really well done here.

Nathaniel Lawlor
Copywriter

I absolutely adore this ad…This touched on so many amazing cultural insights.

Amy Snow
Creative and Co-Founder
Ogilvy Roots and WPP Roots

Work that should be celebrated is work that feels new, that breaks the mould and ignites conversation. This is exactly what Ikea's Silence the Critics does. Subverting the tired ‘pull at the heartstring’ formula usually rolled out for holiday season advertising, Silence the Critics instead uses grime music to create their own diss track targeting the house in the ad. The result is a clever, catchy, conversation-starting piece of work that lived far beyond its original purpose and instead turned into a cultural moment.

Holly Fraser
Director of Content / Editor-In-Chief
WePresent

It’s a lighthearted twist on a diss track. Also, CG can be really unfunny, I almost always will try to go practical over CG in any case that I’m trying to be funny, but it’s really well done here.

Nathaniel Lawlor
Copywriter

I absolutely adore this ad…This touched on so many amazing cultural insights.

Amy Snow
Creative and Co-Founder
Ogilvy Roots and WPP Roots

Work that should be celebrated is work that feels new, that breaks the mould and ignites conversation. This is exactly what Ikea's Silence the Critics does. Subverting the tired ‘pull at the heartstring’ formula usually rolled out for holiday season advertising, Silence the Critics instead uses grime music to create their own diss track targeting the house in the ad. The result is a clever, catchy, conversation-starting piece of work that lived far beyond its original purpose and instead turned into a cultural moment.

Holly Fraser
Director of Content / Editor-In-Chief
WePresent

It’s a lighthearted twist on a diss track. Also, CG can be really unfunny, I almost always will try to go practical over CG in any case that I’m trying to be funny, but it’s really well done here.

Nathaniel Lawlor
Copywriter

I absolutely adore this ad…This touched on so many amazing cultural insights.

Amy Snow
Creative and Co-Founder
Ogilvy Roots and WPP Roots

Work that should be celebrated is work that feels new, that breaks the mould and ignites conversation. This is exactly what Ikea's Silence the Critics does. Subverting the tired ‘pull at the heartstring’ formula usually rolled out for holiday season advertising, Silence the Critics instead uses grime music to create their own diss track targeting the house in the ad. The result is a clever, catchy, conversation-starting piece of work that lived far beyond its original purpose and instead turned into a cultural moment.

Holly Fraser
Director of Content / Editor-In-Chief
WePresent

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IKEA – Silence the Critics

IKEA – Silence the Critics

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